TSS #040: My Writing Process for 162.597M+ Impressions On LinkedIn.Oct 08, 2022
Read time: 3 minutes
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Over the last 4 years, I’ve used LinkedIn to generate over 162M+ impressions that power my consulting, product, subscription, and sponsorship revenue streams.
Often, people will ask me for a tip to stand out in the crowd, grow their audience, or write content that people actually read.
I use over 10 different processes for writing daily content, but today I'm going to share one helpful way that I think about creating content quickly and easily.
Step One: Write The "Meat" of the content
The first thing I do is create "the meat" of the content. This is where you’re teaching, showing, or suggesting something.
It's the information the reader is looking to consume and that you're attempting to convey.
In this example, I am trying to teach the reader how I built my online course business.
With that information in mind, I started creating this content by writing out 2 learnings and 1 piece of advice that I felt was important to share:
People might find these suggestions helpful. But they’ll never see them if they don’t stop to read the content.
It’s time to break patterns.
Step Two: Write The "Trailer"
The next part of the content I create is the "trailer."
The trailer has 2 jobs:
- Break the scroll pattern with the first line.
- Make each line intriguing enough to get the reader to the next one.
Here's the trailer for this particular piece of content:
Part of writing a good first line is knowing your audience. What do they care about?
I know my audience cares about learning how to produce and sell digital products online. The first line is short, consumable, and uses a big revenue number to get their attention when scrolling.
The second line provides context and helps support that this isn't some "get rich quick" post. It's about a process that will take time.
If they are curious about that process, their eyes move to the third line of the trailer, the hook line:
“Here are 2 big learnings and some advice:”
The hook line is the last line before the “…see more” button on the LinkedIn feed:
It’s where readers commit to reading more or continuing their scroll.
It absolutely must be intriguing. I create intrigue by promising that they are going to learn a few things related to the $1.5M in course sales.
If they click "see more", the trailer has done its job and they are onto the "meat".
Step Three: Write The Summary And The CTC
It’s time to wrap the content.
My goal in the ending is to give the reader the entire piece of content packaged up nicely in a few sentences. Think of it as the summary of the content, that I simply label as "TL;DR" (too long, didn't read).
I do this because I don't want the reader to have to scroll back up and reread the whole piece of content before participating in the comments section.
After the TL;DR, I use a CTC (call-to-conversation) which increases the likelihood that the reader will leave a comment and give the post more traction.
You can do this in several different ways:
- Ask them a question
- Ask for a contrarian take
- Offer to answer their questions
The TL;DR + CTC helps them quickly review the important information in the post and start participating in the comments immediately.
Here's how I finished this piece of content:
Because I hooked them in, gave them the information, and made it easy to participate, this post was seen 232,471 times, for 2,161 interactions and 461 comments.
This is in line with a typical post for me each day.
- Step 1: Start with the information. What are you teaching or suggesting?
- Step 2: Create your trailer. Does each line get the reader to the next? Is the hook compelling?
- Step 3: Make it easy to engage. Leave them with a short summary and CTC.
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